This is the deck from the May Meet-Up focused on Checkout Optimization & Shopping Cart User Experience

1. Follow @ShameOnUX

2. Statistics for Starters…
 2012 Average Shopping Cart
Abandonment Rate = 72.31%
 Consumer Reason: High Shipping Costs
 Experience Reason: Security (Feeling of
data being safe & ability to return or
exchange purchase
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3. Remember The $300 Million Button…
Before After
Email Address: Email Address:
Password: Password:
Login Register Login Continue
Forgot password? Forgot password?
Source: User Interface Engineering.
Ref: http://www.uie.com/articles/three_hund_million_button
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4. Remember the Results…
 purchases increased 45%
 $15 million extra the first month.
 First year, the site saw an
additional $300,000,000.
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5. Top Reasons Shoppers Abandon Carts
According to Invesp
Reasons Percentage
High Shipping Costs 44%
Not Ready to purchase 41%
High Product Price 25%
Wish To Review Selected Products Later 24%
Shipping Costs Not Clearly Mentioned 22%
No Guest Checkout Option 14%
Being Asked Too Much Information 12%
Complex Checkout Process 11%
Website Too Slow 11%
Additional Costs Charged Towards Taxes 8%
Insufficient Payment Options 7%
Slow Shipping 6%
Spam With Offers 6%
Website Crashed 5%
Source: Invesp
Ref: http://www.invesp.com/blog/cro/shopping-cart-abandonment-rate-statistics-infographic.html
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6. Top Reasons Shoppers Abandon Carts
According to Forrester Research
 57% – Didn’t want to pay shipping costs
 48% – Total cost of purchase was more than expected
 41% – Used the shopping cart for research
 19% – Didn’t want to wait for the product
 18% – Purchased offline instead
 15% – Checkout process was too complicated
 12% – Other reasons
Source: Forrester Research
Ref: http://blogs.forrester.com/reineke_reitsma/09-10-16-data_digest_shopping_cart_abandonment
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7. Top Reasons from Consumers Surveyed
 Lack of return / exchange policies
 Security icons / signaling
 Privacy and trust language around fields asking for
personal data such as address, email, or credit
card
Source: Marketing Sherpa
Ref: http://www.marketingsherpa.com/article.php?ident=29685
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8. No Onto The Shame Cases!
 How this works…
 We look at a screen capture of a broken or failed
experience
 We align around what’s shamefully wrong
 We discuss where the experience went wrong, and what
could have been done to save it.
 You all become expert user experience analysts
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9. Shame Case 1: Lowes
Submitted by: Anthony Moore (Thanks Anthony!)
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10. Shame Case 1: Lowes
Submitted by: Anthony Moore (Thanks Anthony!)
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11. Shame Case 1: Lowes
Submitted by: Anthony Moore (Thanks Anthony!)
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12. Shame Case 1: Lowes
Submitted by: Anthony Moore (Thanks Anthony!)
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13. Shame Case 2: Gerhard’s Appliance
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14. Shame Case 3: Best Buy
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15. Shame Case 3: Best Buy
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16. Shame Case 4: Project Camelot
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17. Shame Case 4: Project Camelot
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18. Shame Case 4: Project Camelot
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19. Shame Case 5: Powers Motorsports
Submitted by:
JT Sherk
Thanks John!
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20. Shame Case 6: Syntec
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21. Shame Case 6: Syntec
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22. Shame Case 7: Connections
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23. Shame Case 8: DrugStore.com
Submitted by:
K Smith
Thanks K!
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24. Shame Case 8: DrugStore.com
Submitted by:
K Smith
Thanks K!
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25. Shame Case 8: DrugStore.com
Submitted by:
K Smith
Thanks K!
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26. Shame Case 8: DrugStore.com
Submitted by:
K Smith
Thanks K!
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27. Shame Case Honorable Mentions
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28. Shame Case Honorable Mentions
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29. Shame Case Honorable Mentions
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30. Fin!
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